Sharp planning, research build Carat bridgehead

Ross, Chuck
February 1999
Advertising Age;2/22/1999, Vol. 70 Issue 8, special section ps4
Trade Publication
This article presents information on Carat USA advertising agency. Research and planning skills are hallmarks of Carat's successful European operation. According to Andrew Butcher, co-chairman of Carat Los Angeles, California, the company's propriatary research caught the attention of its clients, Pfizer and Ameritech. The idea of the company is to focus on all of a client's media delivery systems. Not just radio, television, magazines, newspapers and outdoor. But all the ways to touch the consumer, from the Internet to trade shows to direct response to Media Marketing Assessments analyzing the process.


Related Articles

  • Pfizer is right RX for Carat. Goetzl, David; Linnett, Richard // Advertising Age;2/19/2001, Vol. 72 Issue 8, p10 

    The article reports that Carat USA has won Pfizer's estimated $700 million media buying and planning account, defeating WPP Group's larger MindShare. The win is crucial for Carat's future as it struggles to rise from its current status as a second-tier media agency to a leading organization.

  • Network helps agency land Pfizer account. Ross, Chuck // Electronic Media;02/19/2001, Vol. 20 Issue 8, p3 

    Reports that advertising agency Carat USA's business deal with a United States-based television network enabled it to win the advertising media account of drugs company Pfizer as of February 19, 2001. Background on Pfizer's review of its media account; MindShare's bid for the account.

  • AS DAVID BESTS GOLIATH ON PFIZER CONSOLIDATED AD WORK, CARAT WINS MEDIA AGENCY OF YEAR. Linnett, Richard // Advertising Age;2/11/2002, Vol. 73 Issue 6, pS-2 

    Focuses on Carat USA, which was the 'Advertising Age' United States Media Agency of the Year winner for 2001. Discussion of the Carat USA struggle to win the consolidated Pfizer/Warner-Lambert advertising account, which is estimated to be $700 million in billings; Opposition from a media firm...

  • Carat Staffs Up Pfizer Account. Sampey, Kathleen // Adweek Midwest Edition;09/20/99, Vol. 40 Issue 38, p92 

    Reports that Carat USA has hired John Gates to head its Pfizer advertising account. Estimated billing of the account; Career background of Gates; When Carat won Pfizer.

  • Amana Moves Media to Carat. Sampey, Kathleen; Goddu, Jenn // Adweek Southeast Edition;01/03/2000, Vol. 21 Issue 1, p4 

    Report on the advertising contract between Carat USA agency and Amana Appliances. Amount involved in the deal; Reason cited by Amana for replacing DDB Worldwide to handle media and creative duties; Advantage of the contract to Carat USA.

  • Amana Moves Media to Carat. Sampey, Kathleen; Goddu, Jenn // Adweek Midwest Edition;01/03/2000, Vol. 41 Issue 1, p4 

    Reports that Carat USA company has won the media buying account of Amana Appliances. Reason for the company's withdrawal from DDB Worldwide company; Information on the media spending of Amana; Statement issued by Bob Johns of the Carat.

  • Lisa Contreras-Torres. Deeken, Aimee // Brandweek;12/6/2004, Vol. 45 Issue 44, Special Section p34 

    Features Lisa Contreras-Torres, vice president and multicultural director at Carat USA and the 2004 Media All-Star for Non-Traditional Media Advertising of the periodical "Mediaweek." Professional competence; Career highlights; Television campaign developed by the executive for Pfizer.

  • Carat staffs up Pfizer account. Sampey, Kathleen // Adweek Eastern Edition;9/20/1999, Vol. 40 Issue 38, p8 

    Reports on the appointment of John Gates as senior vice president and group account director the Pfizer Inc. account of media agency Carat USA. Pfizer brands under Gates' management; Professional background; Career highlights and accomplishments in the industry; Comments of colleagues on Gates'...

  • Robin Steinberg. Granatstein, Lisa // Adweek Western Edition;12/9/2002, Vol. 52 Issue 49, pSR18 

    Focuses on Robin Steinberg, vice president and director of print planning services for Pfizer Inc., for the advertising agency Carat USA and a Media All-Star for 2002. Comments of Charlie Rutman, president of Carat USA on Steinberg's interview with him; Money involved in Pfizer print spending,...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics